Traditional Beijing brands gear up for Spring Festival holiday

Time-honored Beijing brands have prepared new products and are seeking new retail channels to promote their products as the Spring Festival, or Chinese Lunar New Year, is approaching.

Chinese people tend to make special purchases for the Chinese Lunar New Year, the most important occasion of family reunions. The Spring Festival falls on Feb. 5 this year.

To woo customers, Daoxiangcun, a renowned bakery in Beijing, decided to showcase how to make a traditional dessert -- sweetened rice dumplings (Yuanxiao) in the physical stores of Hema Xiansheng, a fresh food chain.

"This is the first time that Daoxiangcun presents the manufacturing process of Yuanxiao to customers out of our stores," said Cheng Wenhua, vice general manager of Beijing Daoxiangcun Food Co. Ltd.

In this way, young people can learn how the traditional food is made and the traditional culture can be carried forward and expanded, according to Cheng.